The car company Hyundai Ireland is to sponsor RTE’s Uefa Euro 2016 television, radio and digital package when the football tournament kicks off next month. According to advertising sources, the deal is worth about €200,000. Although the television broadcasting sponsorship for the event was already sold globally, RTE’s package includes sponsorship of the highlights shows, promotions on radio and branding on RTE’s website. The broadcaster is also close to selling its sponsorship package for its Olympics coverage, with this understood to be worth about €400,000.
Geraldine O’Leary, commercial director at RTE Television, said that the market was improving, and the broadcaster was seeing the return of requests for multi-annual sponsorship deals following a preference for shorter-term agreements in recent years.